Recently, the panel maker COST T4 plant, a subsidiary of TCL Group, mainly produces premium flexible AMOLED displays, and already supplies them to Motorola foldable OLED phones and Xiaomi 10/10 Pro premium OLED phones.
The cover window material of Samsung Electronics ‘Galaxy Z Fold 2’ which will be released in the second half of this year, is UTG like ‘Galaxy Z Filp’. The reason why Samsung Electronics prefers UTG is analyzed for its sense of luxury, differentiation, and sensitivity for the touch pen expected to be applied in the future.
It was expected that the S Pen would be applied to Samsung’s ‘Galaxy Z Fold2’, which will be released in the second half of this year, but it has passed the year.
On 21 July, information leaker for IT new product, Ishan Agarwal, released an image presumed to be a rendered photo of ‘Galaxy Z Fold2’ on his Twitter.
UBI Research published a report on trends in China related to the OLED industry at the end of the first half of 2020.
In 2020, 1Q China’s OLED sales were $842 million, despite a Corona 19 crisis, up 1.7% QoQ and 59.4% YoY. China’s OLED shipments are 23% of the total market as of 2020, and it is expected to expand to 45% in 2025.
In OLEDs which are currently leading the display industry for mobile devices and TVs, blue material is still using fluorescent material unlike red and green.
Currently, a lot of light emitting material companies are trying to improve the efficiency, lifespan, and color purity of blue light emitting materials, also next-generation materials such as phosphorescence, TADF, and hyper-fluorescence as well as actively developing luminous efficiency by controlling emission wavelengths.
Recently, Samsung’s announcement of the sale of the P8-2 LCD line in Tangjeong was posted (announced on June 29).
Samsung has been steadily selling the old LCD line until recently, but since it has never posted a sale announcement, it is unusual to post a notice on the sale of this P8-2 line.
On June 18, 2020, Jiangsu Lemeng Precision Science and Technology Co., Ltd. (江苏乐萌精密科技有限公司, hereinafter Jiangsu Lemeng) invested 200 million yuan to sign a project contract to confirm the OLED metal mask. It was held in the state-of-the-art new district of Changzhou, Changzhou, Jiangsu Province.
According to China’s Fujian Daily, a large-scale investment agreement has been recently signed in Quanzhou, China. According to the contents of the agreement, the contents of various agreements including the Micro OLED project, high-purity electronic materials, lithium hexafluorophosphate project, China Datang 5G Southeast Industrial Base project, and integrated circuit start-up investment fund business are included. It consists of high-tech IT industries such as manufacturing, digital economy, and financial services.
The touch panel technology installed on a mobile phone is an important element technology that performs a user interface function. Touch technology is changed from an add-on type to an on-cell type in flexible OLED displays.
Fluorescent blue emitting material is the only fluorescent material used in small and medium-sized OLEDs and large-area OLEDs.
Development of next generation emitting materials such as TADF and hyper-fluorescence is also in progress, but deuterium substitution technology has got attention since it is adopted to Samsung Galaxy S20.
QNED (Quantum dot nanorod LED), which is known to be under development by Samsung, is becoming a hot issue in the display industry in 2020.
With the emergence of micro LEDs, followed by CRTs, PDPs, LCDs, and OLEDs as TV displays, the industry is interested in whether QNED could be another new technology.
UBI Research (www.ubiresearch.com) published “QNED Structure and Manufacturing Technology Analysis Report”, which analyzed 41 cases of Samsung Display’s QNED (quantum dot nanorod LED) published patents.
All of Apple’s iPhone 12 models, OLED panels will be used and consisted of four models. There are three sizes, 5.4 inches, 6.1 inches, and 6.7 inches, respectively, and 6.1 inches are divided into two models.
Apple’s new iPhone 12 will be consisted of 4 models, and all 4 models are expected to adopt OLED. The general lineup of the iPhone 12 is the 5.4 inch iPhone 12 and the 6.1 inch iPhone 12 Max, and the pro lineup is the 6.1 inch iPhone Pro and the 6.7 inch iPhone Pro Max.
According to the 2020 OLED emitting material report published by UBI Research, the demand for emitting materials in 2020 is 78.6 tons, which is 4.2 tons higher than last year’s 74.4 tons. The material used for OLEDs for smartphones and mobile devices is 62.9 tons, and the OLED emitting material for TVs is expected to be 15.7 tons.
According to UBI Research’s report on changes in the OLED market caused by coronavirus, the forecast for the 2020 OLED modification market is $ 36.7 billion in sales and 612 million units. This is a decrease of 4.8% and 7.6%, respectively, from the expected sales of $ 38.5 billion and shipments of 6.6 million units at the beginning of the year.
Merck announced that it acquired the OLED patent portfolio for display applications from Konica Minolta Inc., a global technology company that provides innovative solutions to businesses and society on 24th April. The acquired portfolio comprises over 700 patent families.
The iPhone SE, the last product of the LCD smartphone that Apple has opened to the smartphone market, has been released.
Apple’s 2019 model iPhone 11 had three models, the base model iPhone 11 used a 6.06inch LCD, and the advanced specifications iPhone 11 Pro and Pro Max used 5.85 inch and 6.46inch flexible OLED, respectively.
Huawei launch its first OLED TV and LG Electronics and Sony will launch a new lineup, a 48-inch OLED TV. As a result, the OLED TV camp and lineup are expected to become more diverse.
Samsung’s LCD business, which began in 1991, will be suspended in 2021. Samsung’s LCD business is completely closed after a 30-year lifespan. Samsung foresaw the limitations of the LCD business 10 years ago and stopped investing in the 10G. Instead, Samsung Electronics has separated the LCD business to create a Samsung Display combined with Samsung SDI’s OLED and has been preparing for a new display era.
JDI announced that it has agreed to sell production equipment at its plant in Hakusan, Ishikawa Prefecture, to a foreign client for 200 million dollars.
The Hakusan plant was JDI’s mainstay factory, producing LCD panels for Apple. The plant was halted in July last year due to sluggish demand. JDI plans to clean up excess facilities that have caused poor performance.
As Samsung Electronics’ Galaxy Z Flip continues to be sold out in the market, Samsung Display’s foldable OLED cover window UTG (ultra thin glass) market is expected to grow rapidly.
China has entered the localization of PI. Although it has grown to the world’s highest level of LCD production, it is still only a few percent in the OLED panel market. In the OLED field, the Chinese government continues to invest heavily in panel makers, mainly BOE, to help China become the best production base. However, the supply chain of parts and materials that are essential for producing OLED is very poor.
Samsung Display and LG Display, whose business trip to Vietnam was blocked by the Corona virus, are trying to prevent delays in OLED production by launching charter.
The U.S. Patent Office has awarded patent number U.S. 10,593,886 to Molecular Glasses, Inc. for “OLED Devices with Improved Lifetime Using Non-Crystallizable Molecular Glass Mixture Hosts”
UBI Research(www.ubiresearch.com), a company specializing in OLED market research, predicted that the market for OLED emitting materials for 2020 will rapidly grow to $ 1.9 billion.
According to the OLED emitting material market track published by UBI Research every quarter, the emitting material market in 2019 was $ 1.304 billion, up 39.2% from 2018’s $ 0.937 billion market.
The Tianma T4 plant in Wuhan has continued to produce even during the corona period, and the core equipment of the ph2 6G OLED line has already been brought in, but the equipment set-up is delayed due to the inability of overseas equipment companies to enter Wuhan.
According to UBI Research’s annual equipment market track for 2020, the OLED manufacturing equipment market is expected to reach $ 9.51 billion in 2020. This is an increase of $ 1.2 billion compared to $ 8.31 billion in 2019.
Canon is considering the OLED materials business as the adoption of OLED panels such as smartphones and TVs is spreading. OLED panels are used in electronic finders in Canon’s mirrorless cameras.
OPPO unveiled its Find X2 series March 6, 2020 – a flagship lineup of 5G devices that delivers a powerful camera experience and battery life, with one of the most advanced screens in the industry.
AP System was selected as the final bidder for BOE’s B12 line ELA (eximer laser annealing) equipment.
ELA is an essential equipment to make low temperature polysilicon (LTPS) TFT for OLED. Eximer laser crystallizes a-Si into polysilicon. It is called LTPS because it makes polysilicon without applying high heat.
Dark clouds are approaching Korean industry by the corona virus that has been blown since the beginning of the year. Wuhan, the birthplace of the corona virus, is badly affecting the Chinese display industry because it is a key place where Chinese display makers are building large production bases.
The opening volume of Samsung’s new smartphone Galaxy S20 series on the first day in Korea is half that of last year’s Galaxy S10.
LG Display is the top OLED company with a monopoly market in the production of OLED panels for TVs, but the performance was low in the flexible OLED market for smartphones until the first half of 2019.
Compal, an ODM for notebook and mobile devices, has developed a prototype foldable hybrid tablet that can be equipped with a keyboard. Similar to Lenovo’s ThinkPad X1 Fold, Compal’s FlexBook is a 13.1 tablet with two speakers at the bottom, two USB-C ports, and a volume button on the side.
The impact of China’s corona virus is expected to reduce iPhone production by 50% year-on-year.
Foxconn’s iPhone plants are located in Zhangzhou and Shenzhen, China, where 90% of the iPhone is manufactured.
According to UBI Research’s “2020 OLED Annual Report”, OLED sales in 2020 are expected to be $ 38.5 billion, an increase of 17.5% from the sales of $ 32.8 billion in 2019.
Ahead of Samsung Electronics’ unpacking event, interest in the foldable phone cover window material is hot. There was a concerned surprise that the Galaxy Fold, which was scheduled to be released in the first half of last year, was delayed for several months due to the tearing issue of the protective film. This year’s concern is whether Ultrathin Glass (UTG), which has emerged as a substitute for Colorless Polyimide (CPI), can be mass-produced without major issues.
Japan Display (JDI) announced on the Jan. 31st that they have signed a final contract to receive investment of up to 108 billion yen (980 million dollar) from Ichigo Asset Management. Therefore, the company is expected to release its debts and invest in new fields such as fingerprint sensors. However, it has yet to be determined whether JDI will invest in OLED for Smartphones.
Motorola unveiled “ Moto RAZR 2019 ”, a clamshell type foldable OLED smartphone at a presentation to be held in Los Angeles, USA on November 13th. The Motorola RAZR is characterized by the folding in the horizontal direction rather than the vertical folding like a book, and is like the new foldable phone type that Samsung Electronics unveiled at SDC 2019 last October.
According to UBI Research’s 4th quarter OLED display market track, rigid OLED is still the main product in the OLED market for smartphones, with 79.2% of the total OLED market in 2019. As a result of counting and analyzing shipments up to the third quarter of 2019, rigid OLED accounted for 237 million units of the total shipment of 338 million units.
Since Samsung’s Galaxy S8 and Apple’s iPhone X launch, smartphones with the Home button removed have become a trend in the smartphone market.
Due to the nature of smartphones that cannot grow indefinitely, display sizes with a large proportion within limited smartphone sizes are directly related to the competitiveness of smartphone set makers.
According to UBI Research’s 3rd quarter OLED display market track, the size of OLED for smartphones is gradually shifting from 5.5~5.99 inches to 6~6.49 inches.
Among the OLED shipments for smartphones of 430 million units in 2017, 5.5-5.99 inches accounted for 52.5%, but in the shipment performance until the third quarter of 2019, 5.5-5.99 inches decreased to 49.6% and 6-6.49 inches increased to 42.3%.
As foldable smartphones begin to be sold by Samsung Electronics, the flexible OLED industry (including foldable OLED) is expected to continue to grow.
Yi Choonghoon, CEO of UBI Research, predicts that the flexible OLED panel market will grow to $ 18.92 billion this year and expand to $ 32.65 billion by 2023.
On Black Friday, the day of the biggest sale season in the US, LG Electronics and Sony have lowered the price of 65-inch OLED TVs from the previous month, further increasing price competition in the premium TV market. On the other hand, 55-inch and 77-inch OLED TV prices are the same except for Sony’s XBR77A9G.
Samsung Display attended the Taipei Grand Maple Hotel on November 7, attended by 350 global customers including HP, Dell, Lenovo, Asus and other major ODMs such as Compal, Quanta and Wistron. ‘Samsung OLED Forum 2019 Taipei’ was held.
Samsung Display chose QD-OLED as the next generation premium TV. It will also have a big impact on the premium TV market, which is divided between white OLED technology and QLED technology.
LG Display announced on the 23rd that it recorded sales of 5,827.1 billion won and operating loss of 436.7 billion won in the third quarter of 2019 according to K-IFRS.
In October 2018, Samsung Display received a lot of attention by supplying OLED for side mirror replacement to e-Tron of Audi, a global automaker. e-Tron has a camera installed in the side of the existing side mirror, and the driver can check the surroundings through the OLED installed in the vehicle.
According to the OLED emitting material market track published by UBI Research (www.ubiresearch.com), the second quarter earnings was $ 329 million, an increase of 16.6% compared with the previous quarter’s $ 228 million, and 41.1% higher than the second quarter’s $ 233 million.
According to the OLED market track published by UBI Research in the third quarter, OLED sales increased to $ 6.9 billion in the second quarter. This is an increase of 9.5% compared to last quarter, an increase of 18.5% from the same quarter last year.
In response to 8K LCD TV quality disputes that LG Electronics compared and exhibited at IFA2019, Samsung Electronics raised the problem of burning of OLED TVs.
Almost everyone is familiar with light strips for interior design. LED strips are available by the metre in DIY stores around the corner and are just as often found as under-cabinet luminaires or in decorative articles. But also in the automotive industry the demand for light strips is enormous. Customized strips with additional functionalities play an increasingly important role, especially in the area of innovative car designs.
Recently, due to the trade dispute between the US and China, a large portion of the budget planned by the Chinese government is flowing into the display industry while the semiconductor industry, which is one of intensive investment promotion industries, foreshadows difficulties. In the display industry, the focus is on OLED, which is a cutting-edge technology, and most of the investment is in the 6G line, a mobile product production line. This year has already been made at Visionox and Tianma on the 6G line, and BOE and CSOT will be invested further this year.
Sony, which is driving the OLED TV market with LG Electronics, is exhibiting OLED TVs with new features at CES and IFA after the first display of OLED TVs.
Solution process using inkjet OLED (sol OLED) has been developed mainly as a large OLED panel for TV, but recently began to attract attention in the monitor display market.
Investment of 30 million Euros in Novaled Headquarters with state-of-the-art R & D center for OLED cutting-edge technology in Dresden, Germany
UBI Research has published [2019 OLED Equipment Report] that forecasts the OLED equipment market. According to the report, the total substrate area of display companies in 2019 will be 34.9 million square meters, which will be 68.5 million square meters in 2023 and double after four years.
Since Royole introduced ‘FlexPai’, a foldable OLED phone, Samsung Electronics and Huawei have also launched Foldable OLED phones, attracting great interest from the industry and the public.
The biggest change of the foldable OLED phone currently being commercialized or under preparation is that the cover window of the glass material used in the existing flexible OLED has been changed to colorless PI material.
As Korean OLED panel makers do not have a lot of investment, the OLED equipment industry is in a low-demand season. When Chinese OLED panel makers confirm the order status of equipment orders in 2019, orders are being made centering on equipment and module line equipment required for new technologies rather than new lines.
Although Samsung Electronics and Apple’s OLED smartphone market are stalled, Chinese smartphone makers are gradually increasing their use of OLEDs based on the huge smartphone market in China. As a result, BOE and Chinese panel makers have aggressively established a Gen6n flexible OLED plant, which is driving the OLED industry.
While LG Display is recording poor performance in first quarter of this year, it is going to strengthen its competitive edge in OLED display, which is its main business. Because it is expected that Chinese LCD will continue to make inroads into supplies this year, Samsung Display is planning to bring about results through high-value OLEDs that are highly profitable.
BOE is going to start construction of its fourth 6th generation flexible OLED plant soon. It is planning to invest a total of 46.5 billion yuan (approximately 7.9 trillion won) to have a monthly production capacity of 48,000 sheets. Although the display market is slumping and demand for flexible OLEDs for smartphones is falling short of expectations, it is speeding up aggressive investments and expanding production capacity.
The Chinese companies’ volume offensive raised concerns that the OLED industry, following liquid crystal displays, could face oversupply problems. Analysts say that while South Korean display manufacturers’ performance in the first quarter has deteriorated due to a sharp drop in prices of LCD panels, even OLEDs, which are seen as new growth engines, could be on the verge of oversupply in the near future.
Following LCD panels, there are predictions that oversupply can become a reality for OLED panels.
Concerns are growing as South Korean companies plan to grow OLEDs into new “cash cow” instead of LCDs that China has taken the lead.
OLED light emitting materials market is gradually increasing as Chinese companies enter OLED panel market led by Samsung Display and LG Display.
The 2019 OLED emitting material report, published by UBI Research, predicts that the emitting material market in 2019 will reach $ 1.17 billion. 2021 and 2023 are expected to grow to $ 1.87 billion and $ 2.0 billion, respectively.
At the Lighting Fair 2019 held in Tokyo Big Sight from March 5 to 8, 2019, Nippon Electric Glass (NEG) attracted the attention of the audience by exhibiting a large number of OLED lighting produced in collaboration with Kaneka, OLEDWorks and Lumlight. NEG, which produces ultra-thin glass for OLED lighting, introduced ‘Internal Extraction Layer (IEL)’ and ‘HX-1’, which improve external luminous efficiency, and high refractive index glass.
CYNORA and Kyulux have unveiled the latest blue TADF performance and blue hyperfluorescence performance at the 2019 OLED KOREA, which is being held at Novotel Hotel in Gangnam from March 6 to 7, 2019.
“8K is not everything. OLEDs will provide new value not only in high resolution, but also in rollable typed and transparent displays ”
said Ko Kyoung Young, senior director of global promotion for LG Display’s TV division.
He emphasized this at the 2019 OLED KOREA held, the Novotel Hotel in Gangnam from March 6 to 7, 2019.
Smartphone makers are promoting the new form factor, foldable phones at MWC 2019 started on February 27 and it runs until 29 in Barcelona Spain.
The show is buzzing with products from big-name tech companies, including Samsung Electronics and Huawei,TCL, LG Electronics being unveiled. That includes a variety of phones with foldable screens.
What will be the price of foldable phone Galaxy F, which is expected to be on the market this year, is a concern for people around the world. Samsung Display is the only company that can mass-produce Foldable OLEDs with in-folding type used by Galaxy F.
The Chinese companies’ volume offensive raised concerns that the OLED industry, following liquid crystal displays, could face oversupply problems. Analysts say that while South Korean display manufacturers’ performance in the first quarter has deteriorated due to a sharp drop in prices of LCD panels, even OLEDs, which are seen as new growth engines, could be on the verge of oversupply in the near future.
According to the report, the OLED market is expected to reach $ 32.2 billion in 2019 and 13.8% market growth. The market growth is due to the launch of a variety of applications in 2019. Foldable OLED will accelerate the growth of the flexible OLED market as a convergence product that fuses smartphones and tablet PCs, and 8K OLEDs and rollable OLEDs to be launched from 2H 2019 will further solidly support the premium OLED TV market. In addition, an increase in flexible OLED shipments due to improved yields by Chinese panel makers will support growth in the Chinese OLED market.
LG Display OLED TV maintained sales revenue, it through conference call, stated it recorded annual sales revenue of 24.3 trillion won and 92.9 billion won operating profit in year of 2018.
The year 2018 was the inflection point for new application that had never existed in the OLED industry. Newly introduced OLED applications in 2019 include foldable phone, 8K OLED TV, rollable OLED TV, monitors made of inkjet technology, and automotive side view display.
Recently, Sony’s 65 inch OLED TV, XBR65A1E, is price at US$ 300 more than Samsung’s QN65Q7 on the Best Buy basis. Prices of LED TV and LCD TV are becoming increasingly competitiveness in the premium TV market.
As of January 16, Best Buy compares the price of OLED TVs between LG’s C8 series, Sony’s A1E series and Samsung’s Q7F series.
The CES, held in early January of each year, is the most important event to understand all of the consumer electronics trends of the year. This year, TV makers from all over the world exhibited a variety of products to attract spectators to the event.
Growing into the mainstream of OLED growth by expanding large OLED, differentiated products and supply
■ Small and Medium-sized POLED, strengthening fundamental business capacity and preparing future products such as Foldable
■ Develop commercial and automotive products, new technologies / new markets and develop into first-class business
In 2019, 8K OLED TVs and foldable smartphone will be on sale, bring new vitality to the OLED industry. OLED makers are leading the market with high-value-added products in order to maintain the display industry, which is collapsing due to low-cost LCDs pouring from the Gen10.5 line of Chinese panel makers.
At the 28th FINETECH JAPAN held in Makuhari Messe, Japan during December 5-7, 2018, Hiroyuki Hara, manager of Denso said that OLED will be used as future automotive displays due to their various advantages.
At the 28th FINETECH JAPAN held in Tokyo, Japan from December 5 to 7, 2018, JDI and JOLED announced that they would intensify their cooperation in order to target the middle-sized OLED market.
5G communication technology introduced from next year can process higher image quality and large-capacity contents such as VR more rapidly, besides real-time streaming service. As the communication speed increases, the relevant contents, are expected to be released, which require high resolution and large screen with graphics detailed.
This was the first time for JOLED to demonstrate its products and technologies at FINETECH Japan 2018.
JOLED, which received the inkjet OLED technology from Panasonic and is doing OLED panel business, has been selling medical monitors since early this year. Next year, Asus is also scheduled to sell inkjet OLED TVs made by JOLED.
Mr. Atsushi Ban, Vice President of Sharp presented a future strategy that combines IGZO and OLED through a keynote session at the 28th FINETECH JAPAN, held in Makuhari Messe, Japan from December 5, 2018.
The competition for front fingerprint recognition of smart phones is expected to become hot.
In the smart phone with the existing home button, the front fingerprint sensor was installed on the home button. Fingerprint security enhances security, but recently, full screen Smartphone without home button has been released and fingerprint sensor has been moved to the back of Smartphone. This has caused disadvantages such as an uncomfortable hand shape when touching a finger to the fingerprint sensor and fingerprints on the camera lens.
OLEDWorks recently announced the release of ‘Wave’, the first commercially available OLED (organic light-emitting diode) lighting platform on flexible glass.
Having a Gen5.5 7.5K line in Shenzhen, Royole is known as a head mount display (HMD) company rather than a display company. After completing installation of equipment in the second quarter of this year, Royole has been developing panels for the target of 7.8-inch tablet PC.
Apple released its Apple Watch Series 4 with enhanced healthcare features on a larger screen than before, in the Steve Jobs Theater at Apple Park in California, USA on September 12.
Japan, which used to be the strongest country in display industry in the past, gradually declined through the era of CRT, PDP and LCD, and has fallen to the third-largest producer in OLED industry after China.
Plane source technology, which was first developed by OLEDON in the world, has the principle of depositing the first organic material on the metal surface and evaporating it upwards to produce fine pattern of 2250 ppi, which is ultrahigh resolution.
According to the 3Q AMOLED Market Track issued by UBI Research, the second quarter OLED market was sluggish, affected by the lower utilization rate of Samsung Display. However, in the third quarter, the market rebounded rapidly, forming a market of US$ 8.3 billion.
At the IMID 2018 exhibition held in COEX, Seoul from Oct. 24 to 26, Samsung Display presented various OLED products under the theme of ‘optimized OLED for 5G era’.
Attention is growing since OLEDON, a venture company developing OLED deposition equipment, unveiled plane source deposition technology for OLED manufacturing to maintain ‘a superb gap with the competing countries’, at IMID2018, held in COEX, Seoul, Oct. 24, 2018.
Japan Electronics Show, CEATEC2018, was held at Makuhari Messe last week. CEATEC JAPAN 2018 is a global showcase for Japan’s growth strategies and vision of the future. Various Japanese companies exhibited products centered on IoT robots and AI. It is recognized that the electronics industry in Japan is gradually shifting from large hardware to small advanced parts and software industries.
In addition to monitors and virtual reality devices, OLED is gradually expanding its domain beyond smartphones and TVs, inclusive of the application of side-mirror OLED in automobiles. As new OLED applications are increased in various environments, it is essential to develop technologies to satisfy users.
At ICEL 2018, held at Jeju International Convention Center from Oct. 15, Soo-Young Yoon, Vice President and Head of LG Display Laboratory, presented the challenges for the OLED TV performance improvement and price reduction
TADF developer CYNORA has announced that it has extended its joint-development agreement with LG Display. The two companies have been co-developing deep-blue TADF OLED emitters for two years, and have now decided to continue the cooperation towards the commercialization of TADF emitters in OLED displays.
The display of connected cars is getting bigger and bigger to for the convenience of providing various information. The displays used in general vehicles include the cluster, CID (center information display), RSE (rear seat entertainment), and RMD (room mirror display).
Samsung Display announced on October 3 that the company will be supplying a 7-inch OLED display for Audi’s all-new electric Sports Utility Vehicle (SUV), the Audi e-tron®. The Audi e-tron has attracted attention throughout the automotive industry. One of its highlights are optional* ‘virtual exterior mirrors’ – a ‘first’ for a volume-production car.